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Design/Methodology:
Consumer panel analysis
at brand within category level. Analyses purchasing behaviour
across two discrete periods from same households.
Marketing
Issues Addressed:
- What is driving trends in brand volume?
- What degree of cannibalisation is there between my brands?
- Has my marketing been successful in attracting new buyers?
Analyses
Delivered:
Consumer panel KPIs for both periods. % brand A’s volume
which was gained and lost to named other brands in the category,
% from new/lost category buyers, % from increased/decreased
purchasing of brand A, % from new/lost brand buyers.
Works With:
Consumer panel KPIs
on components of brand volume and retail and consumer panel
analysis of trends in brand shares over time.
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